Professional Documents
Culture Documents
Prof.Kavitha
Venkatachari, IBS
Mumbai
Airways
Abstract:
Social media marketing has begun to play an increasingly
important role in the Service Industry, particularly the Travel
PGPM
for
effective
social
marketing
activities.
By
consumer
behaviors
influenced
by
new
Faculty of Information
Technology, Mumbai.
kavitav@ibsindia.org
Mumbai,
aziz.german@yahoo.com
messages
from
or
to
information
answer
-seeking
questions
customers
followers.
on
travel industry.
were
marketing in tourism.
Review of Literature
Research Method
structured,
study
consisted
of
observations
and
particular
made
phenomenon
of
Jet
(Robson,
Airways
semi-structured,
social
and
interview
includes
marketing campaigns?
social
company?
marketing
for
your
Media Practice:
feel
The
interview questions.
Interview Questions:
comfortable
(Cha
2009).
these
social
activities?
media
marketing
Newark),
individual
How
are
the
social
customers
managed?
the company?
addressed?
commerce
marketing
purposes.
For
with
media
media
interaction
powerful
platform
to
spread
voluntarily
Jet Airways
visit
social
minimal
investment.
By
marketing
maximized.
Moreover,
efforts
social
is
media
marketing
process
includes
30s (70%)
%) constituted the majority of on
on-
Customer Analysis:
(10%)
%) than those in their 40s (12%). It is
be identified
dentified based on this analysis.
for
customers
on
various
Customers
like
good
parameters.
looking
Jet
Airways.
Understanding
the
and
Brand Awareness:
subsequent
Airways
Indian
virtual monopoly
oly as it was state owned.
customers.
entered
the
market,
brand
experience
that
Table:
80.00%
Positive Sentiments
Brand
Negative Sentiments
Neutral Sentiments
67.37%
5.04%
27.59%
55.71%
13.71%
30.58%
Health
Comparisons
(Source:
Simplify
67.37%
55.71%
60.00%
40.00%
20.00%
27.59%
30.58%
Positive Sentiments
Negative Sentiments
13.71%
5.04%
Neutral Sentiments
0.00%
Kingfisher
Jet Airways
360)
interesting
Queries/
places
to
visit
4,348.
According
to
the
recent
study
by
across
conversations
about
various
social
media
platforms
like
basis
around
events
like
marketing
may
strategy.
integrate
Jet
Affiliate
Airways'
booking
engine,
affiliate
Twitter
Jet uses Twitter to engage with their
customers by responding to their queries
or complaints and updating them on recent
news. No wonder they have the largest
follower base among Indian Airlines with
more
than
8,400
followers,
Face book
and
social networks.
LinkedInJet
also
recently
created
JetWings
(the
in-flight
flight
magazine),
Flickr
Jet also has a presence on Flickr where
they upload day to day pictures of the Jets
QR Codes
Traffic parameters
2012
2011
Departures (Number)
41,992
39,003
5,829
5481
Revenue
ue passenger (RPKMs)(Million)
4,543
4,340
77.9
79.2
4,794,658
4,332,469
Conclusion:
References:
to
meet
purposes.Therefore,the
different
application
of
and
Security
Proceedings
of
Association
for
the
.Concerns,
6th
Midwest
Information
Systems
Journal
of
Computer-
Tennessee.
California.